A commercial almost entirely generated by AI aired nationally during the NBA Finals, marking a significant moment for both advertising and AI technology. The ad, promoting the event-betting platform Kalshi, was created by PJ Accetturo, an “AI Filmmaker,” using Google’s generative video model Veo3. What’s striking is that this entire spot was made in just three days at a fraction of the usual cost.
Key Highlights
- First of Its Kind: The Kalshi commercial is among the first AI-generated national TV ads, created with Google’s Veo3 and aired during a high-profile event.
- Massive Cost Savings: The 15-clip ad took three days and cost just $2,000, slashing production expenses by about 95% compared to traditional methods.
- The “Gemini-to-Veo3” Workflow: The process involved writing a rough script, generating detailed prompts with Google’s Gemini, producing videos with Veo3, and final editing in software like Adobe Premiere.
- Agility in Production: Small, skilled teams can now produce brand-aligned content rapidly and affordably using AI tools.
- Human Creativity Remains Crucial: Despite AI’s role, professional taste, directing experience, and especially comedy writing remain valuable skills for creatives.
From Script to Screen in Days
Accetturo’s workflow is a clear example of how AI tools can speed up video production without sacrificing quality. It starts with a rough script to set the creative direction. Then, Google’s Gemini is used to expand the script into a detailed shot list and generate prompts tailored for Veo3’s video generation.
These prompts are fed into Veo3, which produces raw video clips. Finally, the clips are polished with standard video editors like CapCut or Adobe Premiere. This blend of AI and human editing creates a streamlined process that cuts down production time drastically.
Co-Writing with AI
For the Kalshi ad, the creative process began with a few key lines. Accetturo then collaborated with Gemini to develop “10 wild characters in unhinged situations” to deliver these lines. This back-and-forth between human and AI sped up ideation and script refinement.
“I co-write with Gemini,” Accetturo explains. “I ask it for ideas, pick the best ones, and shape them into a simple script.” This approach leverages the AI’s creativity while maintaining the human element needed for direction and humor.
Prompting as Directing
Translating a script into video was done through detailed prompts. Accetturo refined a method where Gemini converts each shot into a clear, descriptive paragraph for Veo3. He tends to request five prompts at a time to maintain quality and consistency.
Each prompt includes full context to keep characters, settings, and tone consistent across clips. Here’s a real example from the ad:
A handheld medium-wide shot, filmed like raw street footage on a crowded Miami strip at night. An old white man in his late 60s struts confidently down the sidewalk, surrounded by tourists and clubgoers. He’s grinning from ear to ear, his belly proudly sticking out from a cropped pink T-shirt. He wears extremely short neon green shorts, white tube socks, beat-up sneakers, and a massive foam cowboy hat with sequins on it…As he walks, he turns slightly toward the camera, still mid-strut, and shouts with full confidence and joy: ‘Indiana got that dog in ’em!’
Insider Tips for Working with Veo3
- Run prompts in “fast mode” and iterate quickly.
- If the output isn’t right, paste the prompt back into Gemini for adjustments and try again.
- Use descriptive phrases like “screaming at the top of their lungs” or all-caps dialogue to get yelling from AI characters.
- Veo3 currently doesn’t support consistent characters across shots, so detailed descriptions are key to creating a sense of continuity.
Accetturo revealed that about 300–400 generations were needed to get 15 usable clips. The entire process was done by one person in 2-3 days, translating to a 95% cost reduction compared to traditional ad production.
The New Creative Landscape
Despite the impressive AI capabilities, this doesn’t replace creative professionals. Accetturo emphasizes that experience and taste still command premium rates. Small, agile teams using AI can produce viral, brand-adjacent content weekly, achieving most of the impact at a fraction of the cost.
What remains irreplaceable is creative instinct, particularly in comedy writing. “If you can make people laugh, they’ll watch the full ad, engage with it, and some of them will become customers,” Accetturo says. This highlights that humor and storytelling remain the real differentiators.
The Kalshi NBA Finals ad is a clear sign of how AI tools are reshaping content creation workflows, making fast and affordable production accessible without compromising creativity.
For creatives looking to explore AI-assisted video creation, learning how to craft effective prompts and harness these tools can be a major advantage. If you want to deepen your AI skills, consider checking out Complete AI Training’s latest AI courses focused on generative video and prompt engineering.
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